The Scottish Tourism Alliance (STA) is the largest member organisation for tourism and hospitality businesses in Scotland and the leading representative body for the sector.

The COVID-19 pandemic had a devastating impact on most of Scotland’s tourism and hospitality industry and the supply chain that supports it. The sector is now facing the combined challenge of high costs and inflationary pressures, resulting in cost-of-living and cost-of-doing-business crises, which many tell us is a tougher environment than the COVID-19 pandemic. As always, the STA remains firmly on the front foot; informing, supporting, and offering advice to its members and key stakeholders. It also continues to make strong, direct representation to senior Scottish and UK Government ministers and public agencies, to ensure that all tourism and hospitality businesses are supported, protected and helped towards strong recovery.

Our focus is to shape a vibrant tourism industry for Scotland’s visitors and people and we work hard to influence the creation of supportive policy to enable Scotland’s tourism industry to reach its growth potential.

The STA connects tourism businesses, destinations, sectoral groups and other national organisations right across the UK and further afield to improve collaboration, knowledge and the sharing of best practice to build and strengthen tourism’s voice.

As a core member of the Scottish Government’s New Deal for Business Group, we sit alongside and work closely with the other national organisations and leading institutions invited to be on the Group. These include; the Federation of Small Businesses, the Institute of Directors, Scotland Food & Drink, the Scottish Chambers of Commerce, the Scottish Council for Development and Industry, Scottish Financial Enterprise, The Scottish Retail Consortium, The Fraser of Allander Institute, and Business in the Community. The STA are also members of the Trades Association Forum which meets quarterly with Cabinet Ministers, MPs and MSPs

The CEO of the STA, in an independent capacity, co-chairs the Tourism and Hospitality Industry Leadership Group (ILG) with the Scottish Tourism Minister and represents the sector group on the ILG Chairs’ Forum.

To enable the STA and its Policy Working Group to offer the best possible representation of the issues and challenges the industry faces, and to bring about the changes needed to drive our tourism economy, it is vital that we hear your voice.

Please do keep up to date with our latest news and connect with us on our social media platforms.

No matter what your business is, remember that tourism is everybody’s business – it touches almost every part of our society.

Find out more about the strongest, most impactful and well-respected tourism and hospitality network in Scotland and how to become a member of the STA today.


STA Latest News

Industry Update: Scotland Set to Host World Agritourism Conference in 2026

Scotland’s agritourism sector is celebrating after winning a bid to... read more

Industry Update: Ronald Leitch appointed Chief Operating Officer of AGS Airports

AGS Airports Ltd, which owns and operates Aberdeen, Glasgow and... read more

Industry Update: SunExpress to launch flights from Glasgow to Türkiye in summer 2025

SunExpress, a joint venture of Lufthansa and Turkish Airlines, will... read more

Industry Update: Pegasus spreads its wings at Edinburgh Airport – twice weekly flights to Istanbul as airline set to land in Scotland for first time

A new airline will land in Scotland for the first... read more

Industry Update: Emirates returns to Edinburgh Airport – Daily Dubai service to resume in November

Emirates, one of the world’s most renowned airlines, will return... read more

Industry Update: VisitScotland appoints new CEO

Vicki Miller, the Director of Marketing and Digital at VisitScotland,... read more

Industry Update: The very best of sporting excellence celebrated at the flagship Scottish Country Sports Tourism Awards 2024

Presentation location: Friday 5th July on the BASC Scotland stand... read more

Industry Update: Camera Obscura First Visitor Attraction in Scotland Awarded Wellness Charter

Camera Obscura & World of Illusions is proud to announce... read more

Stay Connected

Newsletter sign up

We share the most up to the minute information on government updates, funding announcements, guidance, advice and support, sustainability initiatives plus training and development opportunities in our
e-newsletter.

Advice Hub

Visit the STA’s Industry Information, Advice and Support Hub for the latest information and key resources for your businesses.

Join our Community 

Join the STA to add your voice and support to help influence and enable the future growth of Scotland’s tourism.


STA PATRONS & SUPPORTERS

The STA has been able to grow and strengthen its position as the voice of the tourism industry in Scotland thanks to the much valued support of our Patrons and Supporters. We are hugely grateful to our Patron and Supporter organisations, each of whom play a valuable part in helping to grow Scotland’s tourism industry.